On the transformation of suning embracing the Internet

At the July 4 Mobile Internet Innovation Conference, Suningyun vice Chairman Weimin did a line of business how to embrace the Internet speech, this speech does have a lot of dry goods, to be worthy of Mr. Sun one night train trip. This is the second time I hear from Mr. Sun's speech, last time at the end of March, at the Electronic Business conference, he shared the transition process of traditional enterprises, then talked about the internet thinking and mobile internet challenges, and this speech has Suningyun the transformation of the business as an example to resolve, which is the source of dry goods.

2013 China Federation of Industry and Commerce released the national Top 500 list of private enterprises, Suningyun ranked first, I think this 500 strong rating is over pure financial figures of the comprehensive analysis. Su Ning's performance is not as good as the public foresee, but suning in the upgrade of the transformation of the exploration is obvious, and very successful, but not obvious enough, it is not surprising that Mr. Sun after marriage has not been a child for the question of Su Ning, indeed the problem of time.

Do not mention, the author today to share is the Suningyun to explain the line chain is how to fully embrace the Internet this topic, thanks to the total share of the sun, so that my readers can more fully understand the Suningyun business.

The source of O2O thinking of Suningyun quotient

O2O in the United States E-commerce development for 15 years or so of 2010 years was proposed, the United States online shopping has not reached 10%, the entire social retail merchandise also did not reach 10%, in the Internet environment, network infrastructure, network payments and network merchants have no obstacles, Why is it that Internet sales in the United States have not broken through 10%? And the rest of the internet has not yet been 90% of the offline business is how to develop, what is the future trend?

Since the electricity quotient is very popular, can the remaining 90% of the business also move to line up? This is clearly not the case, but in a business model of the United States this is only 10% of the business situation is very harmonious, which means that instead of 90% of the business to move online, It is better to consider how to put this part of the line under the original basic Mountain for Internet transformation. For China's electric business, the offline business of the 50% moved to the line is entirely possible, but there are 50% business online, offline 50% of the business should do, which is Su Ning's o2o source of ideas.

How to transplant the Internet into a storefront

To the Internet to transplant to the store, the first thing to do is the layout of the opposite storefront transformation, Suningyun business think to do four jobs:

1, the entire store to carry out a comprehensive wireless coverage, the need for WiFi from the current store do not write the name of the dish will also specify "free WiFi" This detail can be seen;

2, the store merchandise display mode for basic transformation, the establishment of electronic price tag system, each commodity and the background of the database to establish point-to-point real-time linkage;

3, through GPS, mobile phone WiFi, digital monitoring and infrared sensors to establish positioning systems, customers in the store shopping and network to establish links;

4, in the store set up a variety of personalized customer data collection terminals, Su Ning called "Customer data Scanning", can collect customers height, size, waist and other data, so that the shopping process has accurate and merchandise data matching consumer data to a greater extent to provide consumer shopping experience.

Using virtual reality to improve the efficiency of store utilization

People usually think that the store must be physical space, need real physical goods, Suningyun, many occasions do not need all the physical furnishings, more consumers want to get more merchandise information and the quality of goods, texture, performance and other aspects of the experience, so do not need to personally perceive all goods. Under the guidance of this theory, Su Ning has made the following explorations in the virtual sample:

Touch the screen sample. Many shops put a lot of shoes on the shelves, there is nothing on the back of the shelf, if put a touch screen on the back of the shelf, the front only need to put a pair of shoes on it, customers can be through the brush touch screen to learn other shoes information, by the touch screen to all kinds of colors of shoes display, So that consumers in the shop in the process of more information experience and shopping impulse.

Model. Mobile phone shop in the machine model is common, because some digital products are too expensive, inconvenient to put the real machine. In addition to this model, there are many models out of the way, for example, we buy refrigerators, generally can only see the same series of one of the refrigerator, can be different models of refrigerators and different texture color materials presented, a metal and FRP must have different texture, through contrast to guide the customer's perception, That's one of the ways the model works.

Bar code out of the sample. All kinds of bar code and two-dimensional code flooded today, there is no need to speak.

Streaming media out of the sample. Video and audio and other media display can let customers from a variety of perspectives to understand the product, in the mobile internet era voice and touch interaction experience can help customers to do enough to buy the choice, this way in the physical store application prospects are very wide. Text, logos, pictures, audio and video through the mobile phone interaction, can provide a complete background consultation, these are virtual reality of the way. Now there are many virtual reality of the way, the future can also use 3D technology, the use of virtual augmented reality applications, combined with 3D laser imaging, will be more virtual mode of integration, in a limited space, providing an unlimited SKU out of the way.

Open Shopping Guide After the change of marketing concept

Physical store to want a comprehensive internet, the need to change the concept of marketing, Suning called open, interactive type of transaction.

Entity stores in the marketing of customers are often cramming sales, the physical store after the Internet, after the virtual reality of the rich and the linkage with the background resources, for the entity store sales staff can fully use the store's wireless resources and consumer interaction. Su Ning's marketing concept changes to the consumer's independent choice as the leading, to the sales person's shopping guide, the consultation as the auxiliary, the consumer wants to buy what, the information is inaccurate when the sales person provides the auxiliary.

In the process of information interaction with consumers, Suning introduced a third party information, the more professional third-party evaluation to bring the consumer reference, consumers themselves on the concept of goods, sales staff recommendations and third-party evaluation of "three triage", consumers will have a comprehensive positioning of goods to improve consumer shopping experience, This is a kind of experience from rational understanding to emotion, from the understanding of the interaction of goods to establish the consumption behavior.

Dual line operation with online and offline integration

Not to say in O2O idea Suningyun business already understand very thoroughly, weimin that it is meaningless to distinguish between a business now and offline, or to see who is being replaced, primarily to explore how to combine online and offline advantages to create value for two of platforms ' operators, Let consumers have a more convenient choice. In the integration of two platforms operating process, will create more new physical store Internet operation business model.

There are two ways, one is through online activities to establish consumer support and understanding of goods, and finally, to achieve online sales, or online membership registration, establish and corporate and brand long-term contact.

The second way is to be online on the collection of customers, online a lot of sales to online enterprises is very fierce business, online sales for higher prices of goods, can cover the logistics distribution costs. The logistics distribution cost is the change cost, when the change cost and the scale cannot carry on the match, the scale is bigger, the loss. For such a product sales process, the best way is to play the Internet the effect of the customer, under the line for the customers, guided to the offline sales. At the same time, this way as advertising and platform promotion, under the line is still valuable.

View the physical storefront as part of the city's life

There is no value to the offline entity store, Suningyun's point of view: In the Internet age, is not to say that the division of physical stores no value, it may be that the traditional sales-oriented value is fading, or that the value of these sales in different regions, different products to have a trade-off problem, This is due to the consumer's shopping behavior, shopping preferences are inevitably caused by the transfer of problems.

Su Ning believes that for the entity store, the only thing that can be unchanged is the service to the consumer and the future value of the entity store. During this period all physical stores want to continuously upgrade, the transformation and transformation direction has two aspects, one is the entity scene unceasingly becomes the consumer social scene, turns the physical storefront into the consumer social scene, the second is the physical storefront as the carrier and the platform, enriches the entire city or the community living facility, It can be imagined as a community, the city's living facilities, like the Civic Square, which needs to be integrated into the emotional, people's material life has been greatly met, facing the emotional, health and beauty and so on needs.

Therefore, the current real enterprise Internet transformation of the space, value is far from being excavated, as long as the public have adapted to this social trend and adapt to the needs of consumers, all entities of the business must have a new growth space, this is the new energy of the Internet.

Finally, he still borrows the words of Mr. Weimin, vice chairman of Suningyun, to conclude: for all offline enterprises, we must embrace the Internet, the so-called embrace the Internet, is to make offline resources for Internet operations to provide services, offline platform to fully respond to online sales and after-sales service problems, whether it is logistics services, or customer service services, Or consumer reverse logistics acceptance and so on, the consumer service has very great convenience.

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